Dodging Darwin

Find the Right Balance
Once AlphaGraphics had broad buy-in from its franchise network, the biggest challenge was getting the re-branding effort right. There was plenty on the line. Changing too much would compromise the company’s valuable reputation and brand equity. Changing too little, however, might not send a strong enough signal that AlphaGraphics had evolved.

Research, focus groups and plenty of discussion ensued. The debate went “all over the place,” Coley says, but ultimately the company decided to pair the old AlphaGraphics name with a new logo and tagline that reflected the firm’s new position in the marketing industry.

So far, the results seem to indicate a successful leap into a whole new world of business. While competitors have struggled to adapt, AlphaGraphics is enjoying strong same-store sales, new store openings and climbing profits.

“It was a painful process, but we feel confident that we’re 100 percent headed in the right direction,” Coley says. “If we could go back, we’d do everything the same way.”